SmartMarketing hits New Orleans, March 16-18 — Register today to experience three rapid-fire days that will recharge your creativity, renew your vision and inspire success! While we pack as much into each day as possible, SmartMarketing also provides opportunities for cultivating dairy marketing contacts. You won't want to miss the first class social events, Innovation Breaks or the Achieving Excellence Marketing Award Ceremony.

This year, SmartMarketing will focus on what is potentially the single largest volume sales opportunity in dairy's history — weight loss marketing. The time is right, with the issues of obesity and weight loss on the minds of most Americans and new and emerging scientific research that suggests a link between dairy consumption and lower body weight to incorporate weight loss messaging into your marketing plans. Increasingly we hear of consumer concerns about their health and what they eat. In the past, these concerns were not translated into actual changes in eating habits. Now, however, it appears that consumers are at least stating to eat differently. According to a report by the NPD Group, Americans actually lost weight for the first time since 1998. Concern is turning into action. As food company planners read reports of changing consumer habits and see that even mainstream companies are improving their financial bottom-line by responding to consumers' health concerns, we expect to see even more corporate resources directed towards developing and marketing "healthier" products. The dairy industry has the opportunity to be top-of-mind with consumers when making healthy weight loss choices. We'll share the latest information on the science, regulatory environment, consumer insights and marketers who have capitalized on weight loss opportunities. We will also provide all of the details on how to obtain the new dairy weight loss license and why it is so important for your company.

How can you take advantage of growth opportunities in foodservice? SmartMarketing will take an in-depth look at School Milk, one of the industry's powerful new avenues of growth. We will also examine business and industry and quick serve restaurant (QSR) opportunities for dairy foods. Attendees will acquire insights and knowledge about the unique operational characteristics of these channels and how to exploit the business opportunities they present.

Weight loss is big news for dairy, but everywhere you look today — on television, in print ads, on billboards — food companies are making claims about the health benefits of their products. How can manufacturers of naturally healthy dairy products best play the health claim game? We have a substantial arsenal of positive nutrition research to help remind consumers that dairy foods are an essential part of a healthy diet and in fact may actually play a role in preventing diseases like high blood pressure, osteoporosis and possibly even colon cancer. SmartMarketing will help you navigate the sometimes confusing regulatory landscape and help you determine what can be said on the package, on the shelf and in advertising.

Once again, the spring fluid milk sales meeting will be held in conjunction with SmartMarketing. On March 16, we'll supply you with all the knowledge you'll need to help make 2004 your most profitable year ever. The meeting will present the advertising, public relations and promotions plans for the National Milk Mustache "got milk?" Campaign for the second half of 2004. We'll unveil our first national promotion for the Healthy Weight with Milk initiative. The sales meeting will also give processors a chance to meet with American Dairy Association state and regional representatives to share ideas, concerns, and plans. Make sure to specify your attendance on the SmartMarketing Registration Form.

SmartMarketing Schedule of Events

DAY ONE Tuesday, March 16
5:30 – 6:30 pm	Keynote Address How Subway Changed the Way Americans Eat Fast Food Jared Fogel, National Spokesperson for Subway Richard Coad, Creative Director, Publicis Join us for this exciting kick-off to SmartMarketing! Jared Fogel, know to most Americans as simply "Jared," will share his now famous story. Richard Coad, president, Richard M. Coad, Inc., will explain how Jared helped Subway become the largest franchiser in the United States edging — out McDonald's in 2003. Given current growth trends, Subway could move from the 7th largest to the 4th largest QSR chain in the next year.
6:30 — 7:30pm	Welcome Reception Greet old friends and meet new ones as we kick-off SmartMarketing 2004 with a salute to innovation. Browse through the Hall of Innovation or take a look at the entries to this year's Achieving Excellence Marketing Awards. It's great new ideas, delicious food and lively spirits all meant to whet your appetite for the next two days.
DAY TWO Wednesday, March 17
9:00 – 10:00am	The Low-Carb Revolution and Implications for Dairy Ann Sharp, Director, Analytic Consulting, Information Resources, Inc. Elizabeth Sloan, President, Sloan Trends & Solutions, Inc. Low-carb eating is a way of life for millions of Americans. What kind of impact is the carb craze having on the food industry? Is this more than just a passing fad? Or, will this permanently shape the way Americans view diet and nutrition? You won't want to miss this interesting discussion.
10:00 – 11:00 am	Concurrent Sessions Session A: The Competitive Health Claim Environment — What Are Other Foods and Beverages Saying? Victor Fulgoni, III, Ph.D., Sr. Vice President, Nutrition Impact LLC (invited) Food and beverages are fortifying their products with the same nutrients found in dairy products. In this session we'll look at how dairy's competitors are marketing and formulating their products and how to market the nutritional and health benefits naturally found in dairy products. Session B: TrendBite Tracy Landau, Founder, MarketPlace Innovations, LLC Tracy Landau has worked in and around the dairy industry for more than a decade, helping processors develop new applications, flavor and product ideas, find new markets and expand brand concepts. This interesting session will review lifestyle trends and consider their "marketplace" issues and opportunities. What are people doing, wearing, eating...and why? What implications do those lifestyle trends have on people, industries and products. We will address specific implications and recommendations for the dairy industry.
11:00 am – Noon	Concurrent Sessions Session A: Regional Differences in Hispanic Marketing Carla Mercado, Executive Vice President, General Manager, Siboney USA Wendy Romanoff, Group Director, Integrated Marketing, Siboney USA Nancy Tellet, Vice President, Media and Strategic Planning, Siboney USA Learn about the fastest growing population in the United States and the business opportunity that it represents for you in your market! We will take an in depth look at the overall U.S. Hispanic market, plus a closer look at specific regional differences. We'll review how the MilkPEP national program has supported this critical population and the groundwork already laid from Miami to Portland. What is unique about your market and what are some opportunities that you can easily and inexpensively incorporate into your marketing plans? Session B: 101 Ideas for High-Impact, Low-Cost PR Moderator: Bonnie Tandy Leblang, Principal, MediaMentor, FoodSpeak® Panelists: Amy Barr, MS, EdM, RD, Principal, Marr Barr Communications Patti Londre, President, The Londre Company, Inc. Karen MacKenzie, BS, MBA, President, The MacKenzie Agency This session will literally provide you with 101 ideas sure to make news for your products and brands. This panel of public relations experts will share their combined 100 plus year's of experience to help you make news without spending precious marketing resources.
Noon – 1:30 pm	SmartMarketing Luncheon
1:30 – 4:00 pm	Dairy Weight Loss Seminar The World of Weight Loss Advertising Val Strenk, Vice President, Management Representative, Lowe Worldwide We'll take a look at the history of weight loss marketing, from the old guard to new entrants. What's happening with Weight Watchers, Lean Cuisine, Michelob and even KFC? How has the way food companies talk about weight loss changed in the past two years? And, what can we learn from their success and failures? ...In Layman's Terms — Understanding the Science Lisa Spence, Director, Nutrition Research, National Dairy Council A growing body of research indicates that including three servings a day of milk, cheese or yogurt as part of a reduced-calorie eating plan will help you manage your weight. This research review will share the science of dairy and weight loss. We'll review the pieces of this puzzle that are coming together as a compelling, science-based argument for including dairy in any weight loss plan. Dr. Hill, one of America's foremost experts in weight management, will share some of his research into calcium's role in healthy weight management. What Consumers Think About Dairy and Weight Loss Grant Prentice, Chief Marketing Officer, Dairy Management Inc. In developing the new generic dairy weight loss campaign, MilkPEP and Dairy Management, Inc. conducted a variety of consumer research activities. Learn how consumers reacted to this new and important claim and find out the keys to building successful and credible marketing campaigns for your brand and products. Understanding Dairy Weight Loss Licensing and Product Guidelines Sarah E. Taylor, Of Counsel, Covington & Burling Cary Frye, Vice President, Regulatory Affairs, International Dairy Foods Association This quick review will answer any questions you have about the licensing process so that your companies can take full advantage of the dairy weight loss claim.
Day Three Thursday, March 18
9:00 – 10:00 am	Your Weight Loss Action Plan: Ten Important Points to Remember John Lord, Ph.D. Saint Joseph's University In this proactive summary session, Dr. Lord will bring all of the elements from Wednesday's seminar and present ten key ideas that dairies should consider as they investigate marketing a weight loss claim.
10:15 – 11:15 am	Concurrent Sessions Session A: The Current Regulatory Environment: Weight Loss and Future Health Claims for Dairy Sarah E. Taylor, Of Counsel, Covington & Burling Cary Frye, Vice President, Regulatory Affairs, International Dairy Foods Association Sarah Taylor will discuss changing U.S. policy as it relates to health claims. Learn what is happening at the Food and Drug Administration and the Federal Trade Commission.What can you say on the package, on the shelf, in advertising and through public relations? Session B: Media Solutions: Ideas to Maximize your Media Dollars David Ernst, Executive Vice President, Initiative Media North America In the increasingly dynamic world of advertising, companies expect media investments to go further and work harder. Companies are looking to secure the maximum return on their media investment especially since television viewership has been on the decline. How can you continue to meet your advertising goals with fewer eyes on the screen? This session will review some alternatives and explain how some companies are answering this difficult question. Session C: The Milk Blueprint — Key Processor Strategies for Business Growth Stan Kostman, President and CEO, Beverage Marketing Corporation What are the major opportunities and gaps in milk availability, and what is the potential impact on fluid milk volume nationally? This session will identify five key areas that if fully developed could translate into category growth of more than 5% in five years. Each area will be evaluated in terms of volume and profit potential, investment, feasibility and likelihood of success.
11:30 am – 12:30 pm	Session A: School Milk Opportunity Doug Adams, President, Prime Consulting Group, Inc. Mike Hogan, Chief Marketing Officer, The Trion Group LP Declining school milk consumption is a major contributor to the overall decline in per capita milk consumption, both short and long term. For many students, school milk is negative experience. If the situation is not changed, the long term health of the industry could be affected. Join us as we introduce a major new initiative designed to make school milk a better consumer experience and a better business for both processors and their school customers. This new program will look at the school milk situation holistically, looking at all areas for improving the milk experience from the lunch line to a-la-carte and vending opportunities. Session B: Marketing for the Milk Industry: How to Apply the Most Effective Tool of Successful National Consumer Brands (Pepsi, Pillsbury, Wendy's, Etc.) in Building and Defending Consumer Markets for Dairy Products Glenn Pecoraro, Retail Development, Classic Media John Fraser, Vice President of Marketing, Classic Media This primer course demonstrates how dairy product companies of all sizes can leverage the power of entertainment brands through spokes-characters, retail promotions, and product licensing to protect your consumer base as well as attract NEW entries to the category. Proven strategies, effective tactics and insider tips will be presented by experts from both the entertainment industry and the grocery channel. Case studies of real world applications in carbonated beverages, cookies, fast food and more will demonstrate how entertainment marketing has captured market share and delivered exclusive volume drivers in these family-oriented consumable categories. Attendees will learn the answers to these questions: What can entertainment marketing do for me? How do I take the first step? What should I be looking for from an entertainment brand? What is a typical deal structure? How have other industries applied this powerful marketing tool?
12:30 – 2:00 pm	The Achieving Excellence Marketing Awards Luncheon Join us as we honor the dairy industry's most influential marketers at this presentation of the prestigious Achieving Excellence 2004 Marketing Awards. You'll witness the most creative and effective advertising and marketing programs from some of the industry's brightest stars. Work will be featured by winners in each award category from a broad range of product and service categories, including cheese, cultured dairy, fluid milk, frozen novelties, ice cream, ingredients and processing/packaging equipment. Tom Nagle, Vice President of Marketing for the International Dairy Foods Association will lead a multi-media presentation that will entertain and inspire. All entries will be on display during the SmartMarketing conference, but the winning entries will not be identified until the awards are presented at this special luncheon celebration. The awards contest is co-sponsored by the International Dairy Foods Association and Dairy Field Magazine.
2:00 – 3:00 pm	Developments for Dairy in Foodservice Chris Moore, Vice President, Foodservice Channel Development, Dairy Management Inc. There is no question that foodservice is an essential channel for the dairy industry. This session will identify new ways that milk, cheese and yogurt can fit into restaurant operations. Also, what promotion opportunities are best for your business? Learn more about programs underway with leading quick service restaurants.
3:00 – 4:00 pm	Customer Category Knowledge Study Doug Adams, President, Prime Consulting Group, Inc. There is a seemingly endless supply of research surveys of consumers, but what do we know about our retail customers. Join us for this presentation of a base-line study designed to track awareness, knowledge and attitudes toward milk of key customer segments, including convenience, drug, grocery, mass merchandisers and club stores. Session B: A Look at What's New in the Dairy Aisle Donna Berry ,Product Development Editor, Dairy Foods Magazine See some of the most innovative dairy products available in the U.S. and abroad. Donna Berry will share what's new, what's coming and where innovative companies are investing their research and development dollars.
ADJOURN

HOW TO REGISTER:

To register for SmartMarketing 2004:

• Click here to download the registration form (PDF format)

  Send the form by fax (202/331-7820) or mail to IDFA.
  Mailing address: IDFA, 1250 H Street NW, Suite 900, Washington, DC 20005
  Attn: IDFA Registration

If you have questions about your registration, contact Tanika Manning at tmanning@idfa.org, 202/220-3557.

HOTEL AND TRAVEL INFORMATION:

Hotel — SmartMarketing will be held at the Astor Crowne Plaza, located at 739 Canal Street at Bourbon — New Orleans, La, 70130. To make your reservation and receive the special group rate of $169 single/double, please call the hotel directly at (888) 487-9644. The hotel cut-off date is February 20, 2004. The rooms are available on a first-come, first-serve basis, so please make your plans today. New Orleans is a popular destination during March. Please plan ahead and reserve your room now!

The Astor Crowne Plaza is the gateway hotel to New Orleans' most exciting destination - the world famous French Quarter. Located where Bourbon Street meets Canal Street, The Astor Crowne Plaza allows for quick access to both the excitement of Bourbon Street and nearby downtown attractions of Harrah's Casino, Aquarium of the Americas and the Riverwalk Shopping Center.

Travel — EWA Travel in Washington, D.C., is the official travel agency for SmartMarketing 2004. Registrants are welcome to use EWA's services to arrange their travel to the meeting. United Airlines offers 10% off unrestricted fares and 5% off all other fares; all rules and restrictions apply. You may call the following toll-free numbers for reservations:

EWA Travel:	1-800-368-4055
United Airlines:	1-800-521-4041

HALL OF INNOVATIONS: Exhibit at the Year's Premier Dairy Marketing Conference!

SmartMarketing 2004 attendees come to the Hall of Innovation in search of the solutions they need to stay competitive in today's dairy marketplace. They come in search of suppliers to enhance their marketability, increase production efficiency, and improve their bottom-line! Will your company be there to take advantage of all the benefits of SmartMarketing 2004? For a complete exhibitor prospectus and application, click here (.pdf) or contact Courtney Waters at cwaters@idfa.org, 202/220-3531.